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Hybrid Apparel signs multi-year deal with Hurley brand

Feb '20
Pic: Hybrid Apparel
Pic: Hybrid Apparel
Hybrid Apparel has signed a multi-year licensing deal with the Hurley brand to design, manufacture and sell women's apparel for surf-brand giant, Hurley. Hybrid has also hired 13-year Hurley veteran Natasha Thomsen as vice president, Women's Sales – Global Brands. Hurley is a surf, skate and snow lifestyle brand, which is managed by Bluestar Alliance.

Hybrid Apparel, founded in 1997 in Orange County, California, has become a market leader in men's, women's and kids apparel.

"We believe Hybrid Apparel has an opportunity to elevate and expand Hurley's women's business based on white space we currently see in the marketplace," said Hybrid Apparel CEO Bill Hutchison. "Hybrid Apparel is a market leader in women's apparel that will now include Hurley in its diverse mix of leading entertainment and pop-culture licenses, with industry-best talent in design, merchandising, sourcing, marketing and sales. This will allow us to bring innovation to the Hurley brand through speed to market with defining and cutting-edge products."

"Understanding the founding principles (inclusion, innovation, positivity) of the brand, Hybrid Apparel will continue to be a positive brand steward and a microphone for youth by staying connected to Hurley's roots in surf, music and art," said Ralph Gindi, chief operating officer of Bluestar Alliance.

Hybrid announced it has hired 13-year Hurley veteran Natasha Thomsen as vice president, Women's Sales – Global Brands.

"Natasha has a deep understanding of Hurley brand's roots, culture and consumer dynamics essential to the brand vision," said Hybrid Apparel chief merchandising officer Kristye Anderson. "Her focus will be to maintain and develop relationships with key retailers and work closely with design and merchandising teams."

Fibre2Fashion News Desk (SV)

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